I learned this the hard way when we were scaling my fulfillment company past 100 employees. We had warehouse staff who HAD to be on-site and office roles that could theoretically work from anywhere. The resentment was building fast.
Here's what actually worked: I stopped trying to make it "fair" and started making it transparent. We created what I called the "customer-facing hour rule." Every role had to identify their peak customer-facing hours when being physically present mattered most. For warehouse operations, that was obvious. For our account managers, it was Tuesday and Thursday afternoons when brands needed real-time problem solving. For our tech team building integrations, it was basically never.
The decision rule was simple: if your role required coordinating physical operations or real-time collaboration with on-site teams, you came in during those identified windows. Everyone else could work however they wanted as long as deliverables hit. No arbitrary "three days a week" policy that treats a warehouse manager the same as a software developer.
The ritual that made it stick was our Monday morning "location board." Every team lead posted where their people would be that week and why. Not for approval, just visibility. It killed the gossip about who was "getting away" with remote work because everyone could see the logic. Our warehouse supervisor wasn't jealous of our marketing person working from home because he could see she was coming in Thursday for the brand review that actually needed whiteboarding.
What surprised me was that once we removed the fake fairness, people actually came in MORE. When it was their choice tied to real work needs instead of some HR policy, they showed up. We tracked it and saw office usage jump 40% after we dropped the mandate.
The bigger lesson I took to Fulfill.com: flexibility isn't about everyone getting the same thing. It's about everyone understanding why decisions get made. Make the logic visible and people will self-organize around what actually works. Trying to make warehouse work and desk work "equal" is just theater that pisses everyone off.